SEM: How it works and what’s included

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Whether you’re a small start-up business or a million-pound turnover company, the end goal is the same: growth.

You’ve identified that it’s time to evolve the website to accommodate an increase in consumers over the coming years, and spent thousands of pounds on a stunning new website that accurately reflects your company’s core values.

Your new website has been live for a few months now – it communicates your brand message and guides the user through the buying experience with ease – an excellent start.

You know your industry inside out and you’re confident in the website you signed off… but the website just isn’t yielding the results you’d have hoped for. In fact, traffic to your website has reduced and your competitors are beginning to outrank you on Google one by one.

You didn’t consider a search engine marketing strategy prior to and following the new website launch, did you? That’s where a search engine marketing campaign comes in…

What is SEM?

Search engine marketing, or SEM, is an umbrella term that refers to the various methods involved in improving a website’s visibility from a digital perspective – or more specifically, on search engines. This could include a number of services or techniques that aid the website in being found by users:

·         Pay per click advertising

·         Paid social media advertising

·         Social media management

·         Remarketing

·         Content SEO

·         Technical SEO

·         Digital PR

 What is SEO?

Search engine optimisation, or SEO, is an aspect of SEM and is concerned with where your website lands in the search engine results pages. SEO’s primary focus is on improving a website’s rank in search engines and increasing traffic. This is accomplished in two ways:

Technical SEO

Taking care of the unseen elements of your website is just as important as its aesthetics. Technical SEO can range from amending ALT tags, headers and metadata to prioritising the website’s keyword structure with canonical tags.

Content SEO

Content is equally as important as technical SEO. At the heart of any great SEO strategy should be the inclusion of content. Search engines and users love fresh, new content that engages people and, as Google itself states, ‘solve people’s problems’.

What is digital PR?

Digital PR comes in many forms. An outreach campaign may be part of a search engine marketing strategy. Its primary goal is to gather links from other online publications. Often deemed as one of the more difficult elements to SEO, link building improves the authority of a website and increases traffic. In addition to this, digital PR may include creating press releases for online publications to for brand awareness.

What is PPC marketing?

PPC, or pay per click, is a paid division of search engine marketing whereby the advertiser incurs a fee when the user clicks on the advert they have created. Rather than earning visitors via organic means, these users are acquired when the company is willing to pay a price. These ads are usually placed at the top of the search engine results pages.

What is remarketing?

Ever feel like you’re being followed across the web? You’ll click on a website and next minute their branding is in every advertising sidebar you see - that’s remarketing for you.

What is social media management and advertising?

Social media marketing is becoming increasingly more vital from a business perspective. As more companies use social media as part of their online strategy, the industry has seen a noticeable shift in its use. What was once used as a platform for old friends to meet up, is now a marketing epicentre that offers businesses a direct route to potential clients. Management and advertising usually includes engaging with audiences, increasing following, creating and monitoring ad campaigns and posting content.

Find out how you can improve your strategy today with a SEM package that is tailored to your business's goals visit our website.

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